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| Author: | Trappey, R. J. III Woodside, A. G. |
| Title: | Consumer responses to interactive advertising campaigns coupling short-message service direct marketing and TV commercials |
| Journal: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 382-401 |
| Index terms: | advertising marketing consumers television advertising mobile technology |
| Language: | eng |
| Abstract: | The purpose of this paper is to analyse the use of electronic short message service (SMS) advertising in conjunction with television commercials that provides a low cost alternative to traditional telemarketing and direct mails. Findings show that younger consumers higher in social class are accepting and responding interactively with advertisers and media to this advertising-coupling strategy. |
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